Be Heroes

From start to finish

When a packaging provider or designer begins to craft a new package or enhancement to a current package, the first step is research. "We typically do a thorough visual audit and analysis of the category and segment in which the product or brand competes," says Martha Seidner, vice president, Smith Design (Glen Ridge, N.J.). "We look for strengths and weaknesses in the current packaging versus competitive sets. Whether it is a redesign or a totally new product, we look for opportunities for our client's package to differentiate and stand out on shelf. Additionally, if we are handling structural packaging and graphic imagery, we will look at ways to improve the functionality and usefulness of the package. Repurposing and sustainability are key areas that we've been asked to address when working on package design."